toys - Ong Wongnawa

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V-GRO
2013
V-GRO is a toy that evolves and
transforms into new toys by adding
components as the child grows to
fit in each stage of developments.
The main benefit of this toy is that
its transformation will keep the
child playing even though they
have grown into different stages.
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PROJECT BRIEF
Last fall, the procurement department at Black&Decker has made
a mistake of over-purchasing the
motors that go inside the popular
DustBuster vacuums. Unfortunately,
Black&Decker cannot sell these motors as components - they can only
sell the motors as complete products
ready for sell.
The president of the company is desperate to find new and compelling
ways of using these motors to serve
new markets and customers. The
president is interested in in-lineextensions of the current product line
but is equally interested in complete
products toother brands or markets
too.
For this project, my job is to create a
new product that uses these motors
for new markets and customers. In
addition, the president has demanded to include distinct product
accessory pieces that make the
product more useful, better
performing and innovative.
Black & Decker has been known by
their line of power tools and handheld vacuum products.
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US TOY INDUSTRY : $21.5bn
After evaluating all the possible directions for the project, the toy market
seems to be the most
sensible choice because :
THE CHOICE : TOYS
1. The toy market in the US is worth
around 21.5 bn$ which is approximately
5 times larger compared to the vacuum
market which is worth only around 4.6
bn$. It means grasping 10% of the toy
market would be an equalvalent of 50%
of the vacuum market. So why not aim
for a bigger opportunity rather than
keep flooding the vacuum market with
more vacuums?
2. Black&Decker already has one existing line of toy products, adding another
product line would help increase the
company’s presence in the toy market.
COMPARATIVE PIE CHART
An illustration showing the significant
difference in opportunities between
the toy and vacuum industry.
US VACUUM INDUSTRY : $4.6bn
3. Current toys in the market nowadays
mostly have a very short life cycle, some
toys only last a few months on the shelf.
This means that the nature of the market
makes it easy to penetrate and most of
the current offerings might not cater to
the consumers’ need yet.
Source : Toy Manufacturers Association
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TOY INDUSTRY IN USA
The toy US toy industry is mainly
occupied by the 2 biggest toy
companies in the world, Matteland
Hasbro. These 2 companies hold the
right to manufacture many toys from
cartoons and movies. They have also
acquired many smaller toy
companies into their business empire.
New toy products are launched in
the 3rd/4th quarter of the year.They
are due to target Christmas shopping
sprees where most of the toy sales
of the year happens. Afterwards,
the sales volume would decline and
might peak again next Christmas if
the product is successful enough. For
unsuccessful products, they will only
last one Christmas season.
BLACK&DECKER TOYS
The current toy product line from Black &
Decker comes in the formof miniature tools
for children that imitate the looks of actual
Black & Decker tools with difference in materials and proportions. Some of them even
have small built-in motors and mechanics.
These toys are targeted towards kids age
3-6, which are in the phase of role-playing
and imitating adults. However, their household appliances product line had not been
implemented into toys yet. This leaves a big
open gap for opportunities and possibilities
of how another line of toy product from the
company would be like.
B&D’s current power tool products
B&D’s current toy products which are
simply a kid’s version of the tool line.
“The current toy product line from B&D only
offer toys for role-playing.”
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SUTTIDA
DACHRUCHA
Housewife
2 Daughters
(4 & 6 yrs.)
Have no exact limit on
toys. Decision will be made
depending on the toys
function.
SUDAPAN
RINDE
USER INTERVIEW
Housewife
2 Daughters
(2 & 6 yrs.)
Learning is the first priority when
selecting toys for the kids.
The toys that the sisters share are
puzzles and building blocks.
“Toys that have only one
function loses the kids’ interest
after a few plays. I will never buy
these type of toys again.”
Dolls/Stuffed animals are
easily abandoned.
Does not like toys with
only one function or way
to play.
Hide some of the toys
and bring them out later
to make her kids think
that it’s new.
Toys that comes in
big set attract her kids
the most.
Expect the toys to
help enhance her kids’
motor and problem solving
skills
Store each of her daughters’ toys in
a completely different space.
Most satisfied toy is a
kichen set. Can buy add-on
items to add to the toy later.
Does a research on toys
before buying them.
Dolls/Stuffed animals are
easily abandoned.
Does not let her kids
pick their toys. She makes
the decision for them.
Shape-Matching toys
always works with the
younger kids.
Will buy less of the “Girly” themed
toys.
Value is what she base her
decision the most. Sometimes
she buys in bundles.
Gets her toys fromTARGET,
Costco and Amazon.com
$40 is the limit when it
comes to toys.
Her son is very interested
in Cars character and
wheel toys.
Her daughter is interested
in Squinkies and Lalaloopsy.
Toy that her son and daughter
share really well are Lego
puzzles.
KANYA
DHITITANON
Housewife
1 Daughter (6)
1 Son (3)
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FINDINGS
Objectives :
To observe many toddlers and
the way they play/interact with
toys and each other.
PLAY OBSERVATION
Anjolie
Age : 2
Toddlers’ Space
@ Kidspace Museum
1. Toddlers play with one toy for a
very short period of time. Anjolie
and the other kids in the playspace
played with one toy for no more
than 5 mins. before jumping to another toy.
2. Children at this age mostly do not
play together
yet. They will play on their own. They
still don’t understand
the concept of sharing or competing yet.
INSIGHTS
1. Toys for toddlers must be simple.
No complicate goals or task that
takes too long to achieve.They will
be bored before that.
2. Toys for toddlers need not be
designed to be played together.
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Satchi
Age : 4
(Younger Sister)
Satchi is still in the phase
of role-playing play. She
likes Disney princesses
and cute stuffed dolls. Her
favourite toy is the talking
stuffed rabbit.
PLAY OBSERVATION
Objectives :
To observe how kids at different
age and developments play
together.
Taye
Age : 7
(Older Brother)
PLAY - DOH
Play-Doh toy set seems
to keep everyone busy
at play for a very long
time..
Taye has been playing less
toys lately. He is now more
interested in iPad games
and Wii. Some of the toys
he plays on his own are
complex puzzle games.
COUNTING GAMES
Tara
Age : 6
(Cousin)
Tara comes to play with
the sibling at least once a
week. She usually plays
more with Taye since they
are about the same age
and are at the same level
of development.
BOARD GAMES
Satchi, who is only 4 still does not
understand the concept of
board games. Tasks like spinning
the roulette and moving her
piece on the board needs to be
helped by Taye and Tara. After
a while, she lost interest in the
game.
Simple games that Satchi
can play, like the strawberry counting game is not
interesting for Taye and
Tara anymore. They lost
interestin the game after a
few turns.
INSIGHTS
Toys with tasks that
require more than one
player to accomplish
can get all the kids to
join and help out despite
the age and development gap. Like pushing,
pulling or pressing really
hard on the clay extrusion piece.
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INSIGHTS
ACTIVITY TOYS
Toys that require
physical activity is the
next stage of development for children (age
6-9). But Cosette has
already begun to pick
up and play with some
of these toys.
MUSIC TOYS
Anjolie hasn’t
learn to speak in
sentences yet. Her
mom buys her toys
that moves and
creates sounds or
music. She is very
attracted to colorful toys that creates
music or sounds.
1. Some toys that have lots of small
parts can be swallowed by the
younger sister had to be kept way
completely in a different space.
2. Toys that allows for only one
way to play easily gets abandoned
after the child has spent a few weeks
with it. The mother of these two children have a hard time getting rid
of these type of toys and becomes
more aware when shopping for toys
for her kids.
3. Since some toys are harmful
to another child member, this means
that the sisters need to have 2
individual play spaces completely
seperated from each other instead
of being able to play together.
PLAY OBSERVATION
Anjolie
Age : 2
(Younger Sister)
ROLE - PLAYING TOYS
Cosette
Age :4
(Older Sister)
SIMPLE PUZZLES
PUSH-PULL TOYS
She has just started
to walk for a few
months and has
already started to
play with push and
pull toys. Some are
passed on from her
sister and some are
newly bought especially for her.
Cosette has been playing with toys
that imitate adult’s task like cooking and acting as a doctor curing
people. She likes Disney princesses a
lot and likes to dress up as a princess
when she is at home.
4. Having different toys and
different play spaces creates a wider
gap between the sisters. Many times
when the younger sisters tries to
join and play with her sister’s toys but
the older sister refuses to let her join.
Puzzles that are
designed for toddlers
mostly play with colors and shapes.
CREATION TOYS
Puzzles, building blocks, doll
house adds up to her enthusiasm in Disney princesses.
When she creates her castle
she has her own rules in which
piece goes with which piece.
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INSIGHTS
OPPORTUNITIES
1. New product will be able to transform
itself into many different toys as the
child grows.
1. Design a toy set that could be able to
change into different sets of toy by adding
components. It gives the parents a sense of
good value and makes the child feel like
having many toys.
2. Every family has at least bought
one shape matching toy.
2. New product will integrate a motor into
shape matching concept to enhance the
experience of play.
2. Create object that moves with the motor
because it allows for a lot of imagination for
the kids and also teaches how stuff works.
3. Creation/Construction toys are easily
shared by children despite their difference
in age/development/gender.
3. New product will integrate a motor into
creation/construction toys to add more
dynamics to play.
3. Have the players assemble/create their
own role playing toys because it could also
become a creation toy in itself.
4. Toys with one way to play or one
level of difficulty are easily abandoned
by children after a few plays.
4. New product will either have different
ways to play or will have a difficulty
level adjustment.
4. Difficulty level settings or change the way
to play as child grows.
5. Kids and parents are both attracted
to toys that comes in sets but for
different reasons.
5. New product will feature different sets
of add-on components to cater to this
preference.
5. Design an open-ended combination
for players to keep customizing.
6. Parents are part of play when some
tasks are too complicated for the child
6. New product has 2 modes of play: Child
playing alone / Child playing with parents.
6. Design a mode for playing with parents
because it would add more depth to the
play and also help in bonding the relationship.
7. Children are aware of the concept of
gender from a very young age.
7. New product will appeal to both boys
and girls by avoiding gender distinctions.
7. Use a minimal or gender neutral design on
the toys because it would appeal to a wider
target .
8. Children are starting to move towards
technological toys like applications on
iPad or gaming consoles starting around
the age of 7 (primary school).
8. New product should include an interface
display to keep the player engaged during
the play.
8. Use the interface to instruct the player of
what to do or achieve in each level.
9. 4. Toys take up lots of space because
most parents store each of the kid’s toys
separately.
9. New product will encourage kids to
play together or share the same toys.
9. Use collapsible design or designs that
could be taken apart and re-assembled
because it allows for kids to be more creative
when assembling it.
1. A good value in purchasing a toy from
parents’ perspective is determined by
how long a child plays with it.
SOLUTIONS
IDEATION
SKETCHES
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CONCEPT B
CONCEPT A
YOUNG ASSEMBLER
This toy allows full
customization for kids
to mix and match
different parts into
many toys.
THE GROWING TOY
This toy focuses on the
value of a toy in parents’
perception. The longer
the child plays with it,
the more value it has.
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This concept consists of modular
parts that connect to each other
to create one whole unit toy. Each
part functions differently, for
example : motor part for spinning,
battery part for power, wheel part
for moving....
This concept allows for open
possibility for the child to create
their own toys and a different
variety of add-on sets to be sold
seperately.
CONCEPT A
YOUNG ASSEMBLER
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A Toy that Changes from
Shape-Matching Box to
Role Playing Vac.
Various handle sketches
Spinning
Shape Slots
CONCEPT B
THE GROWING TOY
Color screen interface
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MOCKUP
MODELS
CONCEPT B
These paper mockup models
are made for the mid-term
presentation to demonstrate
the overall concept for further
evaluation on which concept
to pick and develop.
THE GROWING
TOY
CONCEPT A
YOUNG ASSEMBLER
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DEVELOPMENT
SKETCHES
After mid-term presentation,
I made the decision to
continue on with the growing
toy concept. So in this phase,
I explored various possibilities
of colors and shapes that can
both function as a vacuum
yet still look cute as a toy.
This design shreds off
the box-shape mass
from the previous sketches.
It has a long protruded
suction cylinder and 2
oversized wheels to
balance out the overall
silhouette and create
“cuteness”.
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MORE MOCKUP
MODELS....
“These mockups are used in refining the
overall shape and silhouette of the product.
Handles and ergonomics are also considered”
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NAMING /
LOGO DESIGN
This product is called “V-Gro”. It is
meant to indicate that it is a
vacuum toy that grows along with
the child. It is also meant to sound
like “We grow” that shows that
the toy and the child are growing
up together.
The typeface used for the logo
is Porky’s which has a playful and
whimsical characteristic. The letter
“o” is drawn into a happy smiling
face to accentuate its playfulness.
C 72%
M 42%
Y 0%
K 0%
C 40%
M 0%
Y 0%
K 0%
C 70%
M 15%
Y 0%
K 0%
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MAKING OF
FINAL MODEL
Rubber Casting With Silicone Mold
for Tyre Threads and Painting Process
Parts are mostly 3D - Printing and surface
treated with putty and primer paint. The
main body part is made with aluminum
T-pipe and high density foam.
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FINAL DESIGN
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FINAL DESIGN
“A toy that would grow together
with the player themselves....”
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